A sunset. A longboard. An epiphany. And a plan to save the middle class with tourism.
Jon Noury Elliard was just a guy coasting downhill at golden hour when it hit him: what if we built communities designed not just to function—but to feel serene?
In this episode, Jon joins us to talk about how a lifelong obsession with community-building, a few twists through jazz piano, rowing, and econometrics, and a stint inside state government all led him to launch NH Rocks and Sereno—a joy-fueled digital ecosystem for human-centered tourism. Yes, tourism. But not the kind that bulldozes charm and prices out locals. The kind that makes cobblers viable on Main Street again.
From eclipse festivals in tiny towns to nonprofit-backed housing deals and digital platforms that double as economic engines, Jon maps out a wild and hopeful vision: use tech to spark delight, channel dollars into local businesses, and turn everyday adventures—like finding a hike or planning a weekend—into engines of equity.
This episode is a love letter to New Hampshire’s people, places, and potential. Also: longboards, linen shirts, McDonald’s redesigns, and the exact moment when “this rocks” became a business plan.
Episode Notes:
EXCITED to share that this episode marks the beginning of our new content distribution partnership with NH Rocks, who will be sharing Granite Goodness episodes on their platforms.
This episode was recorded at Treeline Outfitters in Portsmouth, New Hampshire.
Music provided by Sneaky Miles.
Episode Summary*:
Tell me about your relationship with New Hampshire.
Born and raised. I grew up in Canterbury, just north of Concord, went through the Shaker school district, and spent a lot of time in the lakes and on the trails. After college, I left for California for a while—but I missed everything about this place. The people, the landscape, the sense of possibility. I realized that if I wanted to make a meaningful impact, I wanted to do it here—where it’s personal, where the ripple effects are real. Coming back to New Hampshire felt like coming home with purpose.
What’s the big idea behind NH Rocks and Serino?
It started with a simple goal: help people find things to do and support local businesses. But over time, it grew into something bigger—a full platform and nonprofit designed to connect tourism, technology, and community development. NH Rocks helps people discover events, places, and makers across New Hampshire. Serino takes it a step further: it channels revenue from tourism into projects like affordable housing and walkable downtowns. We're building something that’s human-centered and mission-driven—not just another tech company.
Why tourism?
Because it already plays a massive role in New Hampshire’s economy—and because it can do even more when approached thoughtfully. Tourism is often treated as extractive, but I see it as a way to empower local communities. One bad snow season can wreck the economy of the North Country. But if we use digital tools to help people explore more of the state—not just the big attractions—we can spread out the benefits and create more resilient towns.
Where did the name “NH Rocks” come from?
Honestly? I just thought, “Granite State… this rocks!” It was playful and simple. It started as a music pun, but it stuck because it reflects the spirit of the work—finding what rocks about New Hampshire and sharing it. Plus, it connects with events, local culture, and the kind of digital-first discovery we’re trying to create.
What’s your vision for the Serino nonprofit?
Serino is about building infrastructure for good. Our long-term vision includes owning mixed-income housing to offer units below market rate, running a digital platform that supports local business, and forming a coalition of planners, economic development pros, and tourism folks—kind of like a more nimble, nonprofit version of the state’s BEA. It’s not about replacing government—it’s about supplementing it, speeding up innovation, and focusing on impact.
What was it like working inside state government?
It was incredible. I worked at the Department of Business and Economic Affairs during the pandemic, and I met some of the most capable and caring people I’ve ever worked with. We tackled real challenges—from distributing ARPA funds to supporting housing initiatives. That experience shaped how I see public-private partnerships and showed me where nonprofits like ours can fill gaps and accelerate solutions.
What does “e-tourism for development” mean?
It’s the idea that tourism—especially digitally-enabled tourism—can be more than marketing. It can be a vehicle for funding real community needs. Think Yelp meets Airbnb meets Eventbrite, but every time someone buys a ticket or finds an event, it helps fund a housing unit or a Main Street business. It’s a way to turn tourism into a flywheel for local progress.
How do you think about community?
Community is what gives tourism purpose. It’s not just about bringing people into a region—it’s about giving them a meaningful experience and supporting the folks who live there year-round. A lot of people talk about the digital age as isolating, but I think we can build platforms that do the opposite—ones that create more connection, not less.
What’s one thing people get wrong about tourism?
That it’s fluff. That it’s just fall foliage and gift shops. But tourism is one of our most powerful economic drivers—and it can be a tool for good if we’re intentional about it. The West Wing might have mocked the idea of boosting snowmobile traffic, but that traffic actually sustains entire communities in the North Country. This stuff matters.
Why are you an optimist?
Because I’ve seen what’s possible when people come together to solve problems. I’ve seen what happens when someone builds a platform not to extract value, but to share it. I believe in local solutions, in quiet progress, and in the idea that New Hampshire’s greatest strength is its people. Optimism isn’t about ignoring the hard stuff—it’s about knowing that even small efforts can ripple outward in big ways.
*The questions, wording, and written meaning of this summary may contain slight differences to the original conversation. We include these summaries to give subscribers a brief, readable synopsis of the episode. The full episode transcript is available on granitegoodness.com.
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-Andy
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